JK Agri Genetics Limited, a recognised agri-input company in India with over 31 years of experience, specialises in the production, processing, and marketing of high-quality hybrid seeds for crops such as Bajra (Pearl Millet), Rice (Paddy), and Vegetables under the brand name “JK Seeds.”
In collaboration with Krishify, JK Seeds aimed to leverage Krishify’s extensive online app database of 7.5 million registered farmers to promote their millet, paddy, and vegetable seeds across Rajasthan, UP, Bihar, Haryana, and Maharashtra.
Objectives
- Hyper-Targeted Awareness: Utilised Krishify’s user data to deliver highly focused product awareness campaigns, ensuring the right message reaches the right audience, such as paddy farmers in Aligarh learning about JK’s high-yielding paddy seeds.
- Capture High-Intent Leads: Going beyond basic awareness by capturing valuable data from interested farmers, allowing for efficient follow-up and conversion by the JK Seeds sales team.
Challenges
- Reaching 1 million farmers across 5 different states in just 2 months.
- Competing in a highly competitive market with multiple brands targeting the same audience.
- Effectively communicating the USPs of each seed to the target farmer audience.
Creative Approach
- Enhanced Farmer Testimonial Videos: We collected around 10-15 farmer testimonial videos for each of the JK Seeds products. The best parts were selected and stitched together to create 2-3 compelling testimonial videos for each product, which were then promoted to the target audience.
- Product Recall Templates in Videos: Each video featured a template highlighting the seed packet throughout the entire video, increasing the likelihood of farmers remembering the product when they saw it at retail points.
Activities Done
- Hyper-Targeted Video Delivery: Leveraging Krishify’s data, we delivered these compelling videos directly to the right audience. Paddy farmers in Aligarh saw testimonials for JK paddy seeds, and millet farmers in Jaipur saw millet-specific videos, ensuring maximum relevance and engagement.
- Data-Driven Optimization: We prioritized videos with the highest completion rates for each product, maximizing the campaign’s watch time and brand awareness.
- Frictionless Lead Capture: We integrated a Krishify in-house form with the videos, using pre-verified user data for effortless lead generation. Farmers could express interest with a single click, avoiding cumbersome forms found on other platforms.
- Multi-Channel Retargeting: During peak season, we reactivated interest through verified Krishify WhatsApp messages, capturing additional leads through a reply button CTA.
- Real-Time Lead Sharing: All leads generated from the app and WhatsApp were shared in real-time with the JK Seeds team, ensuring swift sales follow-up.
Results
- Enhanced Brand Awareness: Leveraging Krishify’s rich database, we exposed1 million farmers to JK Seeds’ high-quality millet, paddy, and vegetable seeds, significantly increasing brand awareness within our target audience.
- Lead Generation: We generated 30,000 leads, collecting in-depth data points that would be difficult to obtain via traditional channels. This data will enable JK Seeds to re-target these farmers in upcoming seasons.
- Business Demand: The total potential demand generation in terms of business exceeded INR 5 Cr.
- Increased Product Awareness and Trust: Combining the best parts of all testimonial videos into a single video led to increased product awareness and brand trust among the target audience.
Post Campaign Insights
- Campaign Impact Measurement: A post-campaign survey revealed a direct correlation between video watch time and positive brand perception among Krishify farmers. Watch time optimization led to improved purchase metrics, with 30% of video-engaged farmers confirming purchasing JK seeds, solidifying the campaign’s success.
- Competitive Intelligence: The survey also captured data on competing seed brands purchased by viewers of JK Seeds videos, providing valuable insights to inform JK Seeds’ future targeting and marketing strategies.